Launched in 2009, Burberry's "Art of the Trench" (AOT) campaign transcends a simple marketing initiative. It's a multifaceted, evolving project that masterfully intertwines the brand's rich history with the innovative power of digital technology. The premise, seemingly simple, is to celebrate the trench coat – not just as a garment, but as a cultural icon, a piece of living history that has traversed generations and continents, embodying both enduring style and practical functionality. AOT serves as a living testament to Burberry's iconic design, showcasing the trench coat in all its diverse iterations, while simultaneously building a vibrant community around the garment and its wearers.
This article will delve deep into the Art of the Trench, exploring its impact on the brand, its contribution to the enduring legacy of the Burberry trench coat, and its significance in the context of fashion history and digital marketing. We will journey through the evolution of the trench coat, from its military origins to its modern interpretations, examining its materials, styles, and its enduring presence throughout the 20th and 21st centuries, touching upon key periods like World War I, the 1980s, and the present day. We'll also consider the accessibility of the Burberry trench coat, including its presence on platforms like Yoox.
Burberry Trench Coat: A History Woven in Time
The story of the Burberry trench coat is intrinsically linked to the brand's own founding. Thomas Burberry, a visionary entrepreneur, established his business in 1856 in Basingstoke, Hampshire. His groundbreaking invention, gabardine, a tightly woven, water-resistant fabric, laid the foundation for the trench coat's enduring success. This innovative material, created in the late 19th century, was crucial in creating a garment that was both stylish and exceptionally durable, capable of withstanding harsh weather conditions. This technical innovation, combined with Burberry's understanding of tailoring and design, resulted in a garment that transcended its purely functional origins.
The trench coat's true moment of global recognition arrived during World War I. The British army adopted a modified version of Burberry's design, creating a practical and protective garment for soldiers fighting in the trenches. This wartime association cemented the trench coat's reputation for durability and resilience, qualities that resonated deeply with the public. The coat's iconic features – the epaulettes, the belted waist, the D-rings, the gun flaps – all stemmed from this practical military design, becoming integral to its enduring aesthetic appeal. Burberry trench coats WW1 became synonymous with a certain kind of rugged elegance, a sense of understated sophistication that continues to resonate today.
The post-war era saw the trench coat transition seamlessly from military uniform to civilian fashion. Its practicality and timeless style ensured its popularity among both men and women, solidifying its place as a wardrobe staple. The 1980s Burberry trench coat, for instance, reflected the broader fashion trends of the decade, often featuring bolder colours and more structured silhouettes. Yet, the core design elements remained largely consistent, a testament to the enduring nature of the original design.
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